MUMBAI: Millward Brown, the only full-service research
agency to have a dedicated, global neuroscience practice,
today announced that since pioneering its award-winning
link(TM) with facial coding technology in early 2012,
it now has a database of more than 800 adverts across
The approach, created jointly by Millward Brown and
Affectiva, seamlessly integrates automatic interpretation
of moment-by-moment facial responses to ads with viewers'
cognitive responses -- providing advertisers with powerful
recommendations to optimise effectiveness.
The integration of Affectiva's Affdex(TM) Facial Coding
software with Millward Brown's Link(TM) copy-testing
solution has tapped into a clear need amongst the region's
advertisers to accurately measure emotions in advertising
in a simple, cost-effective and scalable way that is
accurate across different cultures.
"Listening to the overwhelming feedback from our
clients and looking at results from more than 800 studies
we've conducted across Asia, we know that implicit measurement
through facial coding, combined with established survey-based
research, is giving a level of insight that simply could
not be achieved by either approach in isolation,"
said Global Innovations for Africa, Middle East and
Asia-Pacific director Pankaj Jha.
"In fact, we see that the powerful combined approach
improves the already strong relationship between link
metrics and sales effectiveness."
The technique has proved most useful to: Aid understanding
of the real emotional power of ads, particularly when
an ad is "edgy" and uses challenging creative
devices; Clarify and highlight emotional reactions,
not easily explained by survey responses; Help discover
transition points that either enhance the story or break
the flow, which could lead to issues of comprehension;
Identify branding moments and cues that did or did not
work well and Chart the overall flow through the advert
to optimise storytelling.
Kohler managing director of kitchen & bath, India
Salil Sadanandan said, "Analysing the facial responses
of viewers uncovered some post-rationalisation occurring
on the survey, and that there was a positive response
to the advertising idea underlying respondents' answers.
That insight is helping us develop the creative further
with changes highlighted by both the survey and facial
metrics. We generated more insightful and usable findings
by combining both methods."
Globally, Millward Brown has used Link with Facial
Coding to research more than 1,500 ads, primarily for
Fortune 500 companies, since launching the best-in-class
solution in early 2012.